Published in:
Journal of Business & Industrial Marketing, 36 (2021) 4, Seite 599-614
Language:
English
DOI:
10.1108/jbim-03-2020-0124
ISSN:
0885-8624
Origination:
Footnote:
Description:
PurposeThe majority of business-to-business companies are working on their digital transformation in sales. Despite enormous transformation efforts, the expected productivity gains are often missing in most companies. Based on empirical research, this paper aims to develop a new market-oriented transformation model. Management implications as well as future research directions are derived for a more focused digital transformation process in sales.Design/methodology/approachWithin the exploratory research study, 90 key informants were interviewed to provide better insights in the context of digital transformation in sales. The accuracy of the research results was safeguarded by triangulation.FindingsAs this research paper will show, the reasons for the missing productivity gains caused by a limited knowledge about the main success factors of digital transformation as well as a lack of understanding of digital transformation as an evolving process.Originality/valueBased on the empirical research, a new market-oriented transformation model is developed and management implications as well as future research directions are derived for a more focused digital transformation process in sales.